After the swine-flu outbreak scared tourists away from Mexico, the country's president Felipe Calderon recently announced plans to spend $92 million on efforts to promote tourism. Southern California Hispanic media properties including Impremedia properties and Hispanic wedding magazine BodasUSA have sold advertising to Mexican public and private institutions.
Both private and public entities are putting advertising dollars to work. Hotel resorts and other private entities from regions including Baja Sur, Baja Norte, California, Mexicali, Tijuana, Ensenada, and Rosarito are advertising their properties to U.S. audiences.
In addition, public entities led by the Mexican Central State (Mexico Tourism Board whose account is handled by Machado Garcia Serra in Miami), but also by many regional states are participating in the promotion.
Below is the time-line of an Advertising/Promotion program of Baja California Sur (Secretaria de Turismo):
Name of Media property
TV: KTLA Morning News Targeting Fishing Sports Fans in Southern California
Special Program starting July 4
Los Angeles and San Diego stations
Starting July 20th
ESPN, (targeting Fishing Fans in Los Angeles and San Diego)
July 27th until October
Western Outdoors Magazine Supplement
Arizona Republic, Chicago Tribune, Dallas Morning News, Houston Chronicle, Los Angeles Times, Orange County Register, San Diego Union Tribune, San Francisco Chronicle, Seattle Times
June 2009 onwards
In cooperation with AeroMexico, Alaska Airlines, American Airlines Vacations and Expedia.
TV Azteca, Spots en “Hechos Noche” and “Entrevista con Sarmiento”
July 7th onwards
Cable TV Channels of Mexico City
Including Sky Channel and Televisa newscast (of Joaquin Lopez Doriga)
Spots starting July 14th
Guadalajara and Monterrey
Starting July 13
Source: Advertising program supported by Baja California Sur
State Government of Baja California, Fideicomiso de Promocion Turistica, Hotel Associations and Consejo de Promocion Turistica de Mexico